One Step Closer to Personalized Marketing
Deb FureySVP, Health Strategy
Adam LavelleSVP, Merkle
Personalized THERAPY
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Google PillLifeScan
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Personalized TRACKING
1336 Health Tracker Applications on ITunes alone; $238m market in 2013 around the world, all smartphone-enabled tracker sales
Apple Health Kit - over 20 health care companies plan to support HealthKit
The Economist, 2014; Apple.com 2014
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Personalized ENGAGEMENT
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How We Got Here
Key Barriers:• Highly Silo’d businesses• Significant Med/Legal restrictions• Struggle with fundamentals (e.g., targeting)• Data privacy• High turnover, learning curves
Key Opportunities:• Significant 3rd Party and Digital Media
Spend• Leap Frog other industries• Low visibility into impact, value of
investments• New launch demands
Age of Rep
Emergence of DTC
Multi-Channel Integration Plays
Flight to Digital
19971980s 2005 2012
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260 orphan drugs in US in 2013 - no longer niche
18-to-34 year-olds make up largest share (23.5%) of the US population
It Works – relevant adds are viewed 2X more, online exposed audiences index considerably higher on Rx purchase behavior
Programmatic poised to disrupt model Link TV buys and anonymous prescription purchase data (Nielsen NCS &
Croissix)
Venture funding for health startups increasing 74% between ‘13 and Q314 ($903M)
It is now Possible for PharmaMedical Marketing & Media 10/14; eMarketer 10/14; PM360, 2014; Magna Global 1/14
WH
Y N
OW
?
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Marketers have been thinking in two disparate ways
Data-Driven
ROI
Measureable
The Big Idea
Creative-Driven
Predictive Brand-Building
Experiential
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These worlds have been too far apart for too long
Persona
The Big Idea
Customer Journey Map
Customer Experience
Data & Analytics
Addressable Media Planning
Addressable PlatformExecution & Measurement
Performance
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They are converging to deliver Addressable Customer Experiences
Persona
The Big Idea
Customer Journey Map
Customer Experience
Data & Analytics
Addressable Media Planning
Addressable PlatformExecution & Measurement
Performance
AND
AND
AND
ANDAddressable Customer Experiences
Customer RemarketingAudience 1 Audience 2 Audience 3
Some of the most valuable experiences are in the mid-funnel
Awareness
Consideration
Engagement
Conversion
Commerce
Experience
Unqualified leads & waste
Upper Funnel
Mid Funnel
Lower Funnel
Media Focused
Channel Focused
CRM Focused
Unknown
High-value customer
Low-value customer
Unknown
High-value customer
Low-value customer
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For the rest of our webinar on how you can be one step closer to
personalized health marketing experiences, view our four-part
on-demand webinar series here.